Posted by:
Daniel Levis
October 7, 2009
Issue #775
In this issue:
- One of the strangest days of my selling life …
- What your prospects silently crave but seldom get – give it to them and the world is your oyster …
- One of the biggest reasons copy fails …
- How to create truly empathetic marketing …
- And more!
Dear Business-Builder,
When I was a green-as-a-head-of-cabbage commission sales rep, I made a startling discovery. My job was to barge in on local industrial, retail, and service businesses and extract a small check for $30 and a signature that meant the local gas utility would deliver their natural gas through my company’s supply contracts.
One day, while driving from one town to the next I came upon a very large building sitting by its lonesome on an almost deserted stretch of highway. I detoured down the lengthy service road to check the size of the meter and piping on the outside of the building. It was HUGE!
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Posted by:
Troy White
September 17, 2009
Issue #761
In this issue:
-
The F*@!#N dinner campaign that broke all kind of sales records …
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Getting a 50% response rate to a one time mailer …
-
How to leverage “the diaper mailer” …
-
And Much More!
Fellow Business-Builder,
A Direct Mail Information Service survey found that 78 percent actually want to get mailings from you. Combine that with your own highly targeted campaigns — ones that make full use of your customer data — and you’ve got a winning combination.
Just to add fuel to the fire:
- 70% of Generation Y have stated that they respond to print direct mail (vs. 68% Generation X and 61% Boomers) – 2007 Veritas Customer Focus.
- 90% will open their mail if it looks interesting or intriguing (vs. 84% will open it if it has their name on it) – NOTE: people are more likely to open it if it looks interesting than if it has their name on it – Consumer Attitudes Towards Direct Mail Study.
- 163% are more likely to buy from a website if they see a printed direct mail piece than if they saw digital e-mail only – 2007 Multichannel Direct Mail Study, comScore Inc.
- 73% prefer print direct mail for offers and information – only 18% said they prefer e-mail.
- Those who received a promotional product in a dimensional package responded at a rate that was 57% higher than those who received the same promotional product in an envelope - Baylor University.
- Response rates for the dimensional package recipients were 75% higher than for the group who received only a sales letter - Baylor University.
People WANT to be intrigued by your mailing piece
– Is regular print cutting it?
Take Knorr’s new launch of a frozen food line.
First, they know exactly what people typically think of frozen meals – ugh. Blah. Not very tasty. So they used that as part of their campaign.
Second, they pushed the edge a little – especially when you consider they are quite a traditional company – not exactly ones to push it that far.
They wanted to target a younger audience than they were used to (those less likely to want to spend their time in the kitchen cooking a gourmet dinner).
But they also wanted to target a 25-35 year old professional women, one who enjoys a glass of wine over dinner.
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Posted by:
Clayton Makepeace
September 4, 2009
Issue #48
- How big an opportunity is copywriting really?
- What you must read – frequently – to become a world-class copywriter or copy chief …
- The toughest job any copywriter has – and how to do it spectacularly …
- Why smart marketers are beating the bushes for great writers …
- How to convince a reluctant marketer to give you your first assignment …
- How to get paid – handsomely to make a name for yourself in this business …
- And much, MUCH MORE!
Hiya, Business-Builders!
I’ve got super powers.
One of the best things about editing a newsletter is that it gives you some pretty impressive superpowers. Like the ability to turn back time and alter the past.
A while back, when we had, maybe one-tenth as many readers as we do today, the great Robert W. Bly interviewed me to get my thoughts on building a profitable copywriting business. And for this issue, I’m turning back the clock and returning to that interview.
… Kinda.
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Posted by:
Clayton Makepeace
August 28, 2009
Issue #31
I don’t say it often enough – but THANK YOU, friend!
The greatest rewards of publishing this e-letter each week – by far – are the thousands of kind and complimentary e-mails you’ve sent, thanking us for THE TOTAL PACKAGE.
… And it’s important to me that you know how thankful I am – and that all of us here at THE TOTAL PACKAGE are redoubling our efforts to make this the most value-packed service of its kind – and to help you get bigger winners, more often.
So, enough of the warm fuzzies – let’s get down to making you some moolah …
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Posted by:
Troy White
August 13, 2009
Issue #736
In this issue:
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Five steps to creating an unforgettable experience for your clients and prospects.
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One of the big secrets of leveraging completely unrelated ideas, from completely unrelated industries into your own.
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The formula for building anticipation for your big launch (or show).
- A MUST VISIT: an unusual store you need to see for ideas for your next marketing campaign …
- And much more!
Fellow Business-Builder,
I am always on the lookout for hot up-and-coming trends.
Some of them are not new trends - rather, they are just going through a transformation and re-vitalization. Magic and illusions fit that bill.
Houdini was one of the most widely known illusionists and escape artists in history - and people still know who he was, and what he accomplished. It wasn’t until recently that I have seen a real resurgence of interest in magic, illusions, even the paranormal.
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